Facebook have been making a lot of changes to the business side of the network. Just last year Facebook limited a brands organic reach, meaning what used to be a large reach, has now decreased in size dramatically.

It isn’t all bad news for businesses using Facebook as they have just added call-to-action buttons for business pages, and advertisements.

Introduced in early 2015, brands using Facebook’s business page feature now have the ability to promote the CTA with an ad. You, as a business can now prominently drive business outcomes, rather than page likes. This feature is something I have used for my book; Think #Digital First.

As you can see below on the Facebook page of Think #Digital First, there is a button that say’s “shop now”. If you haven’t already set up a CTA, it will say “set up a call-to-action”. In doing this, you can give your Facebook fans a chance to quickly and easily purchase your latest product/service.

I have used the “Shop Now” CTA as this is the most suitable option for what I want to achieve however, there are 6 other CTA’s that you can use;

• Book Now: For an event or show you are organising
• Contact Us: For your followers to find out more about your products/services
• Use App: If what you are selling is an app, this is the best option for you.
• Play Game: Entice your followers into playing your game
• Sign Up: For an event or show you are organising
• Watch Video: A good way to show what your business does, or to promote a product/service.

This new feature as I have mentioned, isn’t just for business pages, it is also for advertisements. When creating your advert inside of Facebook, you have the option to create a CTA, when in the creative section and “advanced settings” of your Facebook ad.

As you can see below, I have used the “shop now” option. You can choose any of the below;

• Book Now: For an event or show you are organising
• Shop Now: For a product/service you want to sell
• Learn More: For latest info on a product/service
• Sign Up: For an event or show you are organising
• Download: eBooks and any other downloadable material.

So, is it worth it?

In my opinion, yes. Having the CTA feature allows you to capture someone very quickly, without hard selling. It is another way of driving traffic to your desired location. Facebook had the following to say;

“It has been designed to bring a business’s most important objective to the forefront of its Facebook presence. Call-to-action buttons link to any destination on or off Facebook that aligns with a business’s goals.”

Dollar Shave Club, a company based in the US which sells razors, have seen a 2.5x higher conversion rate versus other comparable social placements aimed to drive new users acquisition.

Use it, test out all the different CTA’s and find out what works best for YOUR audience online.